Robb & Stucky Will Be First To Run High Definition Televison Commercials

Furniture World Magazine

Robb & Stucky, the high end home furnishings retailer will become the first company in the country to run high definition television commercials on cable in the country. Created by LBC Advertising, the commercials will be running on COX Communication’s system in Phoenix, AZ, beginning on Friday, April 27, 2006. They will run on all advertising supported high definition channels, including NBC UniversalHD, INHD, INHD2, ESPNHD, Discovery HD, TNT HD and M HD. Kristin Hanish, VP & General Manager, LBC Advertising, said, “Robb & Stucky was the first company to run commercials on cable in America. In 1980, they ran on CNN and the forerunner of what is now the “E!” Entertainment Channel. Cable has been a major part of Robb & Stucky’s pioneering media mix ever since. This is just an extension of Robb & Stucky’s understanding of the power of cable AND the full use of its capabilities.” In 2003, the company began the landmark Project Digital, a long form television effort linking the television commercial Robb & Stucky runs in the market with InterACTIVE components that allows the consumer to switch from what they are watching into a completely captive Robb & Stucky cable television channel. In Phoenix, one can get more information about Robb & Stucky on Channel 109 from 5AM-9AM and from 5P until Midnight, seven days a week, 52 weeks a year. Project Digital allowed LBC to win the coveted Jack Meyers Media Innovators of the Year Award in 2005. Other recipients were Wired Magazine, ESPN, eBay and The Weather Channel. The move into HD serves as an indication of an increasing trend, a push toward switching all television content to the greater projection. The HD commercials will begin their run as a test. The work will then continue into a broader range of Robb & Stucky markets. LBC’s Media Coordinator, Christina Berens, comments “The greatest power of this new technology is that it allows any company to harness the strengths of television and capture the real beauty and color of home furnishings, from fabrics to finish, the subtlety of crafting fine products for the home. It allows the customer to see in their homes, showroom fresh presentations of home furnishings as they should be seen…just as glamorous as cars in their shiny best for their advertising.” These commercials are the first for LBC and COX alike. But it is only the tip of the production iceberg. LBC is in the midst of transferring its entire world famous Filmed Library of home furnishings into HD and it is developing compatible HD for all of its clients. LBC Advertising is a leading marketing communications firm within the home furnishings industry. In 2006 it was awarded ten International Communicator Awards, including 5 Crystal Awards of Excellence in advertising.